Today at the grocery store, the cashier asked whether I had a preferred customer card.
To which I, of course, replied, “No. Do you have one of my preferred cashier cards?”
I thought that she would be devastated when she realized that she didn’t have my card, but she apparently thought I was joking — which saddened me a little.
I don’t sign up for such cards for a number of reasons, most of which have to do with being a dude.
1.) Wallet real estate premium: As a man, any extra card has to be wedged under one of my butt cheeks where it will sit all day trying to cause scoliosis. While your firm’s card may seem thin, they add up. Therefore, the card had better offer great perqs, such as an option to cut to the front of the line any time I so choose or the knowledge that –should there be a maniac on the loose in the store– lesser favored customers will be shoveled in front of me as human shields.
2.) Commitment limitations: One idea behind these cards is to build customer loyalty. I’m a man who has been happily married coming up on 19 years. Every ounce of my capacity for commitment is spoken for. I have no excess loyalty to spare on a brand of canned corn or on a particular store (you all sell the same stuff.) Sorry Keebler Elves, but I am not above a midnight rendezvous with some freaky Nabisco Oreos. Don’t make me perpetrate a lie.
3.) The Fudgesicle Dossier: When thinking about who to confess my moments of greatest weakness to (as reflected in buying a gallon of “Chunky Monkey” ice cream): a friend, a loved one, a priest; oddly enough Acxiom Incorporated does not spring to mind. Acxiom is one of the big companies that collects information about when you buy tampons or condoms or gas station sushi. Somewhere in a massive server farm sits an e-file, an indelible record of a lifetime of bad decisions as reflected in my consumer purchasing history. I’m not going to feed that monster.
Any way, getting back to my story. The cashier said that without the card my total would come to $21.70, but with one it would only be $12.95. She then proceeded to “blip” a card that she had stored next to the register. It saved me a bundle, so I felt obligated to give her one of my preferred cashier cards.